As agency of record for OneStopPlus, the world's first and largest plus sized web mall, 5W was tasked with relaunching the company as FULLBEAUTY Brands, with the goal of highlighting the depth and range of its clothing line, positioning it as the premiere fashion destination for sizes 12+. While the average dress size of a woman in the U.S. is 14, for years it has been hidden behind fashion magazines and media portraying predominately size 2 models. Even though the majority of women don't fit into a size 2, fullbeauty.com knows American women want to look fashionable and beautiful - and can do so via its line of both on-trend and timeless clothing.

To project fullbeauty.com into the public eye, 5W has executed a campaign aimed at radically shifting perceptions of plus-sized clothing and customers, by highlighting beautiful plus-sized celebrities flaunting their shape and beauty in contemporary, flattering and well-made fullbeauty items.

Media Placements

Media and publication placement for Zeta Interactive

STRATEGY

To kick off the re-launch, 5W created and executed a celebrity-driven event to re-introduce fullbeauty.com to the world, showcase product offerings and demonstrate that women sizes 12+ can explore stylish and trendy clothing specifically catered to their shape. 5W leverages Grammy Nominated Pop Superstar Meghan Trainor as the partner of fullbeauty.com, creating a focal point and maximizing her exclusive performance at the event to garner widespread interest among media and consumers.

As part of 5W's full-scale campaign, 5W has executed a comprehensive social media campaign to support the launch of fullbeauty SPORTâ„¢, inviting all women to join the #BEPOWERFULL movement by sharing pictures of themselves in their most inspired and powerFULL active moment. 5W has also commenced an integrated blogger campaign with the likes of Refinery29, PLUS Model Magazine and Style It Online for the launch of Cherie, the first collaboration between Jessica London and fashion and accessory designer Cherie Christmas, created exclusively for Jessica London with product available on fullbeauty.com.

By creating strategic partnerships among fashion influencers and bloggers, 5W has showcased the fullbeauty lifestyle in an authentic and immediate way. As influencers within the fashion sphere, these women are able to talk about fullbeauty.com apparel from an experiential point of view - as customers - and their reception of the brand has been overwhelmingly positive.

RESULTS

Secured over 150 press attendees as guests at the rebranding launch event of Fullbeauty, which featured Grammy Nominated Pop Superstar Meghan Trainor

Comedian, actress, and writer Rebel Wilson wore and credited Fullbeauty apparel on the cover of ELLE Australia, which further maximized the Fullbeauty-celebrity connection and overall brand reputation

Over 1.3 billion media impressions from 195 placements

Exponentially increased national recognition through top-tier national media placements including:

  • NBC's Today Show
  • E! News
  • Us Weekly
  • People
  • Glamour
  • InStyle
  • MTV












 

"5W Public Relations has achieved top tier results day after day, and they have exceeded all core objectives. As our agency of record, we place a great deal of trust in their ability, and we have not been disappointed."

- Stephanie Sobel, President, FULLBEAUTY Brands


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